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Nokia Brand Audit

Nokia Brand Audit

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Published by: Just_denver on Jan 20, 2010
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Student Name: Denis MoiseevModule Title: Brand ManagementName of Tutor: Maricelle Ruiz CalderonAssignment Title: Nokia Brand Audit
Nokia Brand Audit
Brand inventory
 Nokia Mobile Phones is Synonymous to Brilliance and Efficiency. If there is a brand that should be really credited for its breakthrough technology and major contribution to the advancement inthe mobile phones industry then it is certainly the Finnish brand Nokia. Nokia brand history dividing into four parts which is: Nokia First Century, The move to mobile,Mobile revolution, Nokia now Nokia First Century (1865-1967)The first Nokia century began with Fredrik Idestam's paper mill on the banks of the Nokianvirtariver. Between 1865 and 1967, the company would become a major industrial force; but it took amerger with a cable company and a rubber firm to set the new Nokia Corporation on the path toelectronics. Nokia started by making paper – the original communications technology. Thehistory of Nokia goes back to 1865. That was when Fredrik Idestam built a wood pulp mill onthe banks of the Tammerkoski rapids, in southern Finland. A few years later, he built a secondmill by the Nokianvirta river – the place that gave Nokia its name. In 1898, Eduard Polónfounds Finnish Rubber Works, which will later become Nokia's rubber business. In 1912,Finnish Cable Works founded Arvid Wickström starts Finnish Cable Works, the foundation of  Nokia's cable and electronics businesses. In 1960, Cable Works establishes its first electronicsdepartment, selling and operating computers. In 1962, First in-house electrical device, The CableWorks electronics department produces its first in-house electrical device - a pulse analyzer for nuclear power plants. In 1967, Nokia Ab, Finnish Rubber Works and Finnish Cable worksformally merge to create Nokia Corporation.The move to mobile (1968-1991)The newly formed Nokia Corporation was ideally positioned for a pioneering role in the earlyevolution of mobile communications. As European telecommunications markets werederegulated and mobile networks became global, Nokia led the way with some iconic products.In 1979, Radio telephone company Mobira Oy begins life as a joint venture between Nokia andleading Finnish television maker Salora. In 1981, The mobile era begins, Nordic MobileTelephone (NMT), the first international mobile phone network, is built. In 1982, Nokia makesits first digital telephone switch, The Nokia DX200, the company’s first digital telephone switch,goes into operation. In 1984, Nokia launches the Mobira Talkman portable phone. In 1987,Mobira Cityman – birth of a classic, Nokia launches the Mobira Cityman, the first handheld
 NMT phone. In 1991, GSM – a new mobile standard opens up, Nokia equipment is used to makethe world’s first GSM call.Mobile revolution (1992-1999)In 1992, Nokia decided to focus on its telecommunications business. This was probably the mostimportant strategic decision in its history. As adoption of the GSM standard grew, new CEOJorma Ollila put Nokia at the head of the mobile telephone industry’s global boom – and made itthe world leader before the end of the decade. Nokia launches its first GSM handset, the Nokia1011. In 1994, Nokia Tune is launched. Nokia launches the 2100, the first phone to feature the Nokia Tune. In the same year the world’s first satellite call is made, using a Nokia GSM handset.In 1997, Snake – a classic mobile game, the Nokia 6110 is the first phone to feature Nokia’sSnake game. In 1998, Nokia becomes the world leader in mobile phones. In 1999, The Internetgoes mobile. Nokia launches the world's first WAP handset, the Nokia 7110. Nokia now (2000-present) Nokia’s story continues with 3G, mobile multiplayer gaming, multimedia devices and a look tothe future. In 2002, Nokia launches its first 3G phone, the Nokia 6650. In 2003, Nokia launchesthe N-Gage, mobile gaming goes multiplayer with the N-Gage. In 2005, The Nokia Nseries is born, Nokia introduces the next generation of multimedia devices, the Nokia Nseries. The billionth Nokia phone is sold. Nokia sells its billionth phone – a Nokia 1100 – in Nigeria. Globalmobile phone subscriptions pass 2 billion. In 2007 Nokia recognized as 5th most valued brand inthe world. Nokia Siemens Networks commences operations. Nokia launches Ovi, its newinternet services brand.
Product-related attributes
 Nokia core business practices and philosophies are providing their customers with stylish,usable, robust, experiential and relevant devices with Nokia’s signature and world famousquality and ease of use. Nokia mobile phones provide to customer functional and emotional benefits:Functional benefits-GPS-PC integration-Media player -MP3 player 

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